This comprehensive book features recent works on leveraged marketing communications (LMC)—an intentional pairing of a brand to benefit from the associations t

This comprehensive book features recent works on Leveraged Marketing Communications (LMC)--an intentional pairing of a brand to benefit from the associations th

An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companie

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of deve

This edited text compiles advanced material relating to strategy and marketing in the field of sports business. Featuring contributions from experts across the